What is it about?

This article discusses McLuhan's concept of moving from clichés to archetypes and how to use it to better understand and deal with our increasingly digital world, including AI. It explains how McLuhan's ideas can help us analyze the language used around technologies like AI. The article shows how this analysis can be part of assessing the impact of changes, specifically using ChatGPT as an example. It also suggests ways for academics, professionals, administrators, policymakers, and students to work together in using AI effectively

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Why is it important?

The article is important because it shows how to apply McLuhan's ideas and other scholarly insights to deal with the growing digitization in our lives. The first part of the article, though detailed, sets the stage for including these ideas in evaluating the impact of new technologies like AI. The most practical part of the article discusses a combined approach to assessing how ChatGPT can be used in higher education. This example serves as a useful model for how scholars and professionals can use similar methods with other AI and technology applications in various contexts.

Perspectives

The inspiration for this article came from preparing for a conference in New York City, where I wanted to combine my interests in scholarly research, creating educational experiences, and addressing technological innovation. Writing this article allowed me to explore and merge my interests in media ecology and organizational change management, especially regarding the "coming wave" of AI. During my early academic years, I was intrigued by McLuhan’s ideas on how authors like James Joyce turned clichés into archetypes, such as "Be he ever so humble, there's no po'lice like Holmes." In management school, I began using the "From/To"approach for solving organizational problems. Later in my consulting career, I saw how these concepts could be applied to technology projects and organizational change. This article has given me an opportunity to combine these ideas and methods to examine and address ChatGPT in academic and scholarly work, and beyond.

Fred Cheyunski

Read the Original

This page is a summary of: Revisiting From Cliché to Archetype for artistry in addressing artificial intelligence in media ecology and managing change, Explorations in Media Ecology, June 2024, Intellect,
DOI: 10.1386/eme_00202_1.
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